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Chapters 5 through 8 offer in-depth analyses of specific examples of life advice television across three countries, providing insights into the ways in which transforming relationships between state- and market-led regulation of culture are played out in lifestyle TV’s representations of identity, interpersonal relations, and everyday life practices. Chapter 5 examines the proliferation of life experts on Indian and Chinese TV, from transnationally recognizable figures such as makeover experts and celebrity chefs to more culturally distinctive forms of popular expertise. Discussing the rise of psychologized, individualized models of “everyday expertise” aimed at “responsibilizing” citizens, and the growing rationalization and “informationalization” of everyday life, the chapter examines how culturally inflected forms of expertise and expert practices speak to the specificity of engagements with emergent forms of sociality and first and second modernities in India and China.

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